Striving to write a compelling Wendy’s marketing strategy case study?

Wendy’s Marketing Strategy

Studying marketing is perhaps the most difficult course for students around the world. A part of why this course is immensely complicated is the topics you need to study and the case studies you need to pen down as part of your assignments. One such topic happens to be Wendy’s marketing strategy. It isn’t unusual for students to seek guidance in comprehending the crucial aspects to include and the intricacies associated with writing a case study on such a topic.

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Wendy’s Marketing Mix (4Ps) Analysis

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Wendy's is an American international fast food restaurant chain founded by Dave Thomas on November 15, 1969, in Columbus, Ohio. It is one of the leading international hamburger fast-food chain restaurants globally. The remarkable company's marketing mix (4P) supports such an industry position. Wendy's marketing mix demonstrates the company's unique approach to the dynamics of the fast-food market. Further, this unique marketing strategy also enables the company to position itself competitively in the market and accomplish its business objectives.

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Wendy’s Product Strategy

Wendy’s Company is well-renowned for its burgers. But, the company offers numerous other products. In this component of the marketing mix, various organizational outputs are considered. Here are the product lines in Wendy's product mix-

• Burgers
• Chicken
• Sides
• Salads
• Beverages
• Desserts

This marketing mix component incorporates the standardization of products that supports economies of scale and Wendy’s generic strategy.

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Place/ Distribution in Wendy’s Marketing Mix

Wendy's conducts most of its transactions in its restaurants. This marketing mix component determines the places or venues through which the firm transacts with its customers. But, the company also uses kiosks, like those located in malls and venues of special events. Customers can easily place their orders through Wendy's website. Additionally, the company also allows consumers to access the menu and special deals through Wendy's mobile app.

This vital component of the marketing mix indicates that Wendy's relies on opening more restaurants shortly to maximize its growth.

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Wendy’s Prices and Pricing Strategy 

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• Wendy's Company posted its revenues and operating income at 1.44 billion US dollars and 314.78 million US dollars, respectively, at the end of the third quarter of the financial year 2016-17. It targeted families, youth, and children as its potential customers searching for delicious fast-food items made out of fresh ingredients.

• It keeps its outlets well-decorated with an outstanding ambiance that reflects its premium quality. The company also kept its pricing policy market-oriented, which changes per existing market conditions.

• The company also faces competition from rival brands and usually keeps its product prices at par with prices set up by competitors.

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Wendy’s Promotion (Promotional Mix)

Wendy’s promotes its products through various strategies and tactics. It applies the following promotion tactics, arranged as per the importance-

• Advertising
• Personal selling
• Sales promotion
• Public relations

Advertising is the key tactic Wendy uses to promote its products. Wendy also uses personal selling to communicate with customers effectively. Like, the restaurant personnel usually encourage customers to order more products like sides or desserts.

Wendy also applies sales promotion in the form of short-term special offers and exclusive discounts. Like, the company distributes discount coupons to customers occasionally. Further, it also implements public relations as a brilliant way of promoting its products and business, such as when the company sponsors special community events to make the brand famous. Hence, Wendy's addresses this component of the marketing mix mainly through personal selling and advertising, which are crucial determinants of the company's revenues.

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Wendy’s Promotion & Advertising Strategy

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Here are certain crucial points that you must include in the promotional section of the case study-

• The promotion of Wendy’s is completely done considering the competitors like Burger King, KFC, Subway, and McDonald's. The red-haired mascot in Wendy's commercials is a phenomenal hit.

• The company deals with both online and offline promotions. The company actively uses Facebook, YouTube, and Twitter to target the masses through love songs, videos, and memes.

• The company has come up with a blockbuster series named ‘Hollywire: Wendy's Fresh Trend Showdown,' a hit among the masses. It provides phenomenal visibility for the company across the world.

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Most Popular Questions Searched By Students:

1. Who does Wendy’s market?

VML, a part of the WPP network, does digital marketing for Wendy's fast-food chain. VML replaced Publicis North America recently to do the marketing.

2. Why is Wendy’s marketing so good?

Wendy's has surged ahead as one of the most remarkable brands online after empowering its social team. Their commitment to tone and individuality makes the brand a trailblazer. It maintains the same voice throughout its postings.

3. How does Wendy’s market through social media?

Wendy's, the third-largest burger fast-food chain globally, has been around since 1969. Here are certain ways Wendy has stepped up their social media presence to engage and attract customers-

• Wendy's maintains a brand voice that is clever, casual, and funny, setting them apart from the competition.
• Wendy responds quickly and seriously to their customers
• Wendy's is extremely interactive with its customers
• Wendy is consistent throughout their postings

4. What is Wendy’s marketing strategy?

Wendy’s Company believes in digital marketing and impactful advertising to create a positive brand image in the consumer market. It engages in multiple media platforms at local and national levels throughout the year to maintain a balanced promotional strategy.